Fast Food/Quick Service Restaurants, Trends

McDonald’s promotions, new menu items fail to jolt U.S. sales

Sales at McDonald’s U.S. stores slipped again in the second quarter, as efforts to generate business with new featured menu items and promotions failed to lift traffic at the fast-food operator’s restaurants. The burger chain, which is facing pressure as more consumers defect for rival chains such as Chipotle, reported same-store sales for the second quarter dropped 2% in the U.S., while operating income for that region dropped 6%. President and Chief Executive Steve Easterbrook, who took on the effort to steer a turnaround at McDonald’s earlier this year, attempted to strike a positive tone despite the muted results. More

Editor & Publisher: Lukie Pieterse


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